...Vandana Pareek; Tina Harrison Purpose This paper re-conceptualizes and measures brand identity (BI) from a services perspective. This paper aims to develop and test a psychometrically valid and reliable scale to measure service brand identity (SERVBID). Design/methodology/approach A multi...

...Aron O'Cass; Nathalie Spielmann; Barry J. Babin Purpose This paper aims to address the generalizability of the services personality concept and to propose a way of operationalizing personality across service contexts, not just retail/services brands. Interpersonal services seem especially relevant...